Digital Footprint and Its Impact on Improving Customer Experience: An Exploratory Study of a Sample of Internet Companies in Nineveh Governorate

Introduction

As the pace of technological change accelerates, firms are being urged to develop — and ultimately manage customer experience (CX) more fully within increasingly blurred markets (and offering), greater organizational agility, and customer centricity (Lemon & Verhoef, 2016). Consequently, (CX) has emerged as a major source of competitive differentiation. This transformation is particularly evident in internet-based services, where customers increasingly interact with Internet Service Providers (ISPs) through digital channels and smart devices. Within this context, such interactions generate digital footprints that provide firms with valuable behavioral insights; Accordingly, digital footprints have acquired growing strategic importance because they enable firms to personalize their offerings, improve service delivery processes, and enhance (CX) outcomes (Hassan, 2024).

From the foregoing, the concept of digital footprints has evolved: the trace of user data when users are online. It is dynamic and constantly updated, and is a medium for predicting behavior or preference, making it useful for business (Neelam et al., 2025). (Koidl et al., 2018) found that it is possible to systematically retrieve and analyze digital traces, so companies know their customers in detail, predict hidden needs for them, and make personalized offers and proactive support available. The digitization of information and data capture has become an increasingly appealing concern for companies seeking to foster a better (CX), although it is far from free of ethical and strategic conflict (Wedel & Kannan, 2016). On the other hand, opaque data practices could challenge faith, pose privacy risks, and make customers feel that they are being watched too much, which needs a balance (Martin & Murphy, 2016). Furthermore, the potential of digital footprints varies depending on several parameters, such as transparent governance, responsible data treatment, and customer awareness of the collection and usage of their data (Acquisti et al., 2015). However, despite the increasing content on digital personalization and data related to consumers (Wedel & Kannan, 2016), companies should train existing employees in data analysis and hire new staff with such capabilities because it is crucial in the near future. However, research on how digital footprints specifically contribute to improving (CX) in Internet service markets is still scarce, while comparing this process between developing contexts and mature ones, where the services, digital culture, and customers’ minds vary, is contextual.

A preliminary structured search in the major academic databases, including Scopus and Web of Science, with keywords like “digital footprints,” “(CX)” and (ISPs) shows that the existing studies are typically focused on developed economies yet mostly address generic-data analytics or big data applications. In contrast, limited attention has been given to the role of digital footprints in shaping (CX) within Internet service contexts in developing regions, particularly in Iraq. This indicates a clear contextual and conceptual gap in the current body of knowledge.

Based on this, the aim of this study is to explore the role of digital footprints in improving (CX) within Internet service companies in Nineveh Governorate, Iraq, through

1. Literature review

A literature review is also important for situating the current study from previous research studies and describing the research gap more precisely. To this effect, (Dhal et al., 2025) pointed out that technological progress has also had a positive impact on (CX) enhancement. The ubiquitous use and evolution of digital platforms have allowed businesses to accumulate and analyze digital footprints to enhance (CX), particularly in the flourishing service industry (Arya et al., 2019).

On the other hand, (Micheli et al., 2018) highlighted that these digital footprints represent one of the dimensions of digital inequality, considering all the data left by users that can be exploited to customize services and hence improve user experience. Some people own their data, and some do not, and companies that use these digital trails in the right way will make enormous economic and marketing gains.

Conversely, the research by (Martin & Murphy, 2016) uncovered a series of key issues around privacy perceptions, data transparency, and trust in relation to the use of customers’ digital foot research, showing that personalized services improve the quality of experience, yet too much or non-transparent data tracking can result in concerns, thus passively affecting customers’ attitudes. Moreover, digital trace advantages are not uniformly available among social groups and individuals as there is variation in digital culture. Different levels of internet use may affect the degree to which various relationships can be improved or experience difficulties (Micheli et al., 2018).

We conclude from the above that there is a growing interest in the concept of digital footprint, but empirical evidence in developing contexts is limited, particularly regarding how (ISPs) use digital footprints to improve (CX) in areas such as Nineveh Governorate, as the level of digital adoption and customer awareness varies from region to region. To fill this gap, this study aims at exploring how ISPs in Nineveh avail the digital footprint data to improve (CX).

2. Conceptual framework

2.5 Customer experience dimensions

(CX) is a dual-direction, multi-layered process that scholars describe through several interconnected dimensions.

• 1. Relational Dimension: It relates to the quality of long-term relationships that customers and companies have with each other, which comprises elements such as trust, customization, and clear communication. All these factors are paramount for value-in-use and loyalty (Ponsignon et al., 2017).

• 2. Service, Physical environment: Factors in this dimension are the usability and accessibility of service places and making digital and physical service touchpoints user-friendly. These determinants in combination affect customers’ cognitive appraisals and emotions during service encounters (Dong et al., 2008).

• 3. The social layer of the experience of the behavior and action of other users is created in this layer when others influence and create a sense of belonging and how they can shape the emotional aspect too (Siqueira Junior et al., 2025).

• 4. Organizational Ability to Deliver Dependable and Responsive Service: This relates to the firm’s customer service as well as the speed and accuracy of a company’s response to effectively solve problems that enhance satisfaction and increase repurchase (Santos-Vijande et al., 2012).

In light of these perspectives, and based on the literature concerning digital footprints and (CX), 7th conceptual model of the current study is based on the assumption that digital Footprint generate behavioral information that can help companies better understand customer interactions, support personalization, and improve service delivery processes. Since the (CX) is shaped across multiple touchpoints throughout the customer journey, the effective use of this data is expected to contribute to a perceived improvement in the (CX). Therefore, the model assumes a direct positive relationship between the use of digital Footprint and the perceived improvement in the (CX).

Based on the proposed model in Figure 1 and the rationale previously explained, we formulated the following hypotheses:

• • Digital footprint use is positively associated with perceived (CX) improvement in the surveyed ISPs.

• • Digital footprint use has a positive and statistically significant effect on perceived (CX) improvement in the surveyed ISPs.

Figure 1. Conceptual model of the study.

This figure presents the proposed conceptual model illustrating the relationship between digital footprints and (CX) in Internet service companies.

3. Methods

Research Population and Sample: Nour Al-Badia was identified as the principal internet service provider in Nineveh Governorate, with 58 subsidiary service providers operating under its network. Based on Directorate of Transport and Communications statistics (Central Statistical Organization, 2025), the total working individuals from these companies were 5,755 which formed the base population of this study. A link for an electronic questionnaire was sent directly to a sample of 390 people, and 319 responses were collected for analysis purposes. The discrepancy between the number of distributed and returned questionnaires could be explained by viewing that some potential participants had not enough time or refused to be in study. In order to handle ethical issues, the authors implemented an informed consent process on the first page of the electronic form. Participants were explicitly made aware that the study was being conducted, their participation was voluntary, and they could withdraw at any time without implications. They were also told that the questionnaire would not collect personally identifiable or sensitive information, and that all responses would be kept strictly confidential.

Questionnaire Form: The questionnaire is the principal tool used in this study for collecting data regarding research variables. It was made up of 35 items distributed between two variables:

A five-point Likert scale was used to evaluate each item (1 = Strongly Disagree, 5 = Strongly Agree).

Default Items were adapted from existing research tools, while others were developed to fit the local context of Mosul. The validity of the content was tested by a number of digital marketing experts, who helped to review the questionnaire and verify the clarity of each item and their appropriation with respect to the research objective.

Cronbach’s alpha was used to test the reliability of this questionnaire. The results indicated that the participants’ digital footprint of their responses, with an average of 0.661 and specific item scores from 0.615 to 0.724, reported as Cronbach’s alpha ≥0.7 denoting accepted internal consistency between instrument elements. In contrast, overall (CX) was scoring very high (with a score of 0.905), meaning that the perceived quality of the experience is bigger than its Quantity in Terms of Digital Interaction. (CX) is not just about where you are or how much, but the interaction itself. No convergent or discriminant validation assessments were conducted and no confirmatory factor analysis was performed. But the researcher thinks these steps are a pivotal point in elaboration of future instruments and in bolstering the purported structure of the dimensions. These initial findings are solid indicators of the relationship between digital footprint and (CX), demonstrating that visibility is a means to an end (enhancing experience), not an end in itself.

The one-way Harman test was also administered to identify the effect of cross-style bias between items representing independent variable (digital footprint) and dependent variable (CX). With only 28.3% of the total variance accounted for by the first factor, well below what is considered a threshold (50%) for significant bias. Which indicates that the data do not manifest the predominance of a single factor across all items and that the items measure several dimensions, as expected: making it less likely that there will be cross-style bias in this study.

Statistical Methods Used: Questionnaires were utilized to gather data on information such as frequencies, percentages, means, and standard deviations. Then, using Pearson’s correlation coefficient to evaluate the strength of relationship between variables and simple linear regression model to measure the impact of independent variables on dependent variable.

4. Description and diagnosis of the research variables and testing of its hypotheses

This section will include three paragraphs:

4.3 Testing the research hypotheses

• 1. Analyzing the correlation between digital footprint and customer experience

The results in Table 5 confirm that the two research variables are significantly correlated with each other, as in terms of their high correlation coefficient value estimated at (0.60) and level of significance designated by p-value equal to (0.000), which is much less than (0.05) ( Table 5). These findings suggest that Digital Footprinting improves (CX) when customers read or purchase products/services. Therefore, the first main hypothesis can be rejected, and the alternative hypothesis, which states that there is a correlation between digital footprinting and (CX), can be accepted.

• 2. Analysis of the Effect Relationship between Digital Footprint and (CX)

Table 5. The relationship between digital footprint and customer experience.

Correlations		Digital footprint
Customer experience	Pearson Correlation	0.60**
	P-Value	0.000
	N	319

Figure 2. Demonstrates the analysis of direct digital footprint impact on customer experience.

This hypothesis states that the Digital Footprint has a statistically significant effect on (CX). This effect is determined in Table 6, where the effect of digital footprint as the independent variable on (CX) as the dependent variable reached a calculated F-value of 202.896, which is greater than the critical F-value of 3.84 at 1.308 degrees of freedom and a significance level of 0.05. The β₁ coefficient was 0.826, with a calculated t-value of 14.244, which is greater than the critical value of 1.645, indicating a strong statistical significance for the relationship. The coefficient of determination (R²) of 0.39 suggests that digital footprint explains approximately 39% of the variance in (CX), while the remaining 61% reflects the presence of multiple other factors that may influence (CX), such as personal, environmental, social, and organizational variables, which were not measured within the scope of this research. From a methodological perspective, this unexplained variance highlights the limitations of a model relying on a single independent variable and underscores that (CX) is the product of a complex interaction between the digital footprint and multiple other factors. It indeed makes the interpretation of the results more complex as it is now about experience and tangible measurement. The direct effect of digital footprint on (CX) is depicted in Figure 2, which shows that the present results are well suited as reliable indicators for a first illustrative model due to the explained variance of current functioning, where residual variances linger from explaining variance (not all variation can be captured by linear models); in this case data indications will always display some unexplained values.

Table 6. The effect relationship analysis between the digital footprint and the customer experience.

Independent variable	Direction of the relationship	Dependent variable	Estimate	Std. error	Confidence interval 95%		R2	F	P-value
Digital Footprint	→	Customer experience	0.806	0.233	0.347	1.265	39	202.896	0.000
			0.826	0.058	0.712	0.940

We present the results of analyzing the direct effect from the digital footprint on (CX) in Figure 2.

5. Results discussion

This paper is organized around five lines of thought that are mutually interweaving: discussion about the key findings, how these relate to previous studies, the unique context surrounding Nineveh/Iraq, theoretical implications stemming from these results and their practical relevance for (ISPs).

Our results show a statistically significant positive correlation between the use of digital foot printing and improved (CX) in each of the ISPs considered. This finding indicates that the shuffled-off video data from user interactions might be a useful resource for gaining insight into the needs and preferences of customers, thus improving (CX) as seen by ISP employees. At the same time, the results highlight a clear shortfall between having digital data at your disposal and being able to use it analytically to drive more impactful improvements in (CX). This means that data acquisition merely does not imply organizational value unless such activities encompass analytical and organizational senses that can process data into useful knowledge.

This finding is reasonably congruent with the literature in confirming that digital data and digital footprints have increasingly emerged as an essential source of information for better insight into service usage, customer behavior patterns, preferences, needs and wants (Lemon & Verhoef, 2016; Wedel & Kannan, 2016). facilitating the personalization of services and improvements in their delivery to enhance (CX). Additionally, it resonates with the assertion that digital footprints are not valuable to organizations themselves when merely collected; their worth lies in being analyzed and utilized toward developing better contextualized decisions and practices (Micheli et al., 2018). In parallel, the findings of this paper confirm (Koidl et al., 2018) critical insight into a disconnection between availability of digital data and actual capability to analyze such data in order to innovate (CX). However, the findings from the present study do not indicate a high degree of analytical maturity in companies studied. Rather, they expose a degree of utilization that is partial and incomplete. This resonates with the literature that discusses privacy and trust issues when working with digital data as a barrier to full use (Martin & Murphy, 2016). Thus, whereas the study confirms the extant literature finding with respect to digital footprints strategic importance, it further illustrates how such substantiality does not necessarily lead to more advanced services unless conditioned by needed analytical and organizational capabilities at studied settings.

The relevance of this finding is more pronounced relative to Iraq specifically due the concomitantly expanding usage of ICT and electronic processes in the Iraqi digital environment over time, alongside a persistent demand to improve digital maturity as well as both institutional and organizational faculties around data (Kemp, 2025; UNDP, 2023). The gap, as revealed in the study between data collection and its analytical utility enhance does not indicate a repetition of international literature but rather reflects features unique to this local context. These features include differences in digital infrastructure, inconsistent levels of institutional preparedness, low investment in specialized analytical capabilities and the relatively late embracement of data by some local service sectors. The internet service provider sector in Nineveh Governorate, among others, is of particular importance in this context as it represents one of the sectors most closely linked to users’ daily digital interactions. It is a strong proving ground for how digital footprints can become a concrete value with services.

Theoretically, these results add to the body of evidence supporting the proposition that digital footprints are more than just residuals of individuals’ use of technical systems but can be considered as a type of informational resource with potential if operated in an organizational context able to harness them in order to influence (CX). The findings further suggest that the link between digital footprint and (CX) needs to be approached not as a direct or mechanical relationship but rather by taking account of the organizational context, such as analytical capabilities, technological infrastructure readiness and organizational awareness of whether it is understood that turning data into service practices is useful. In this regard, the research makes an interpretative contribution to the body of literature by demonstrating that without having adequate organizational and analytical capabilities to complete, the cycle of digital footprint on (CX) may continue to remain narrow or incomplete.

As a practical consideration, the findings suggest that there is little need for (ISPs) to do any more than collect digital data and optimally analyze it and use it to improve service. Including the ingestion and analytical ways to log data within companies, design frameworks for keeping that information and enhance the connection between digital reads with decisions about who is served and when they also stress the need for a balanced approach to digital data, where maximizing the marketing benefits is only part of the equation — privacy and trust dimensions are important to take into account given how these aspects can affect the sustainability of the customer relationship. So, the study offers useful evidence that neither merely gathering data qualifies digital footprints as a competitive smoking gun in the internet services sector nor its real impact is at the service of actionable knowledge generated under self-determined and conscientious regulatory regimes.

Ethical approval

At the time we conducted our study, our institution (the University of Mosul, Iraq) did not have an Institutional Review Board (IRB) or an official ethics committee appointed to scrutinize social science research. For this reason, gaining formal ethical approval was not practical. However, we followed commonly accepted ethical standards of studies with human subjects. Participation was partly voluntary, informed consent collected electronically before the first page of the questionnaire, no personal identification data were collected and confidentiality/anonymity fully respected during study.